Vals
Encyclopedia : V : VA : VAL : Vals
VALS is an acronym for Values and Lifestyles, a study undertaken by Arnold Mitchell at SRI in the 1970s to understand the changing habits and lifestyles of US consumers.
References
What does VALS stand for? VALS is not currently an abbreviation for anything. The first VALS system was based on social values, and at that time VALS was an acronym for Values and Lifestyles. However, the current VALS system is based on psychological traits instead of social values, so we dropped "Values and Lifestyles" but retained the VALS brand.
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